Re-energized and Refreshed

Business Wire India

The new avatar of SAB:

• New logo, on-air packaging, brand films

• Fresh line up of shows with refreshed flavor of comedy

• New tagline – Haste Raho India

• Varun Dhawan as SAB's Happiness Ambassador

• Robust and fresh new line-up of shows in the pipeline

Underlining its purpose of flipping every frown and turn it upside down, SONY SAB, India's only family humour channel, has launched its a new brand identity. The 're-energized' channel will see a new line up of comedy shows, lively packaging and vibrant visuals aimed at providing an enriching and revitalised visual experience to its audiences. The new brand expression underlines the channel's conviction "if you are not laughing, you are not living." SAB's new creative expression encompassing new logo, tagline, brand films and new shows is aligned to its goal of making SAB the comedy icon of India.

The new logo features happy colours including bright orange and yellow symbolising vibrancy yet comfort and warmth with a little oomph in the purple. Varun Dhawan has been roped in as a Happiness Ambassador for SAB. Varun brings in the desired youthfulness, fresh of wave energy and contemprariness to the brand. The channel promise of Haste Raho India is being brought alive through a series of brand films anchored by Varun against a fresh and energetic foot tapping music track. The new brand personality is aligned to changing aspirations of new India.

The laughter movement is being driven by a line of shows with refreshed flavour of comedy, while keeping the core of the content intact. Recently launched 'Sajjan Re Phir Jhoot Mat Bolo' along with upcoming line up of shows like 'TV, Biwi Aur Main', 'Tenali Rama', 'Shankar Jay Kishan, 3-in-1' and 'Aadat Se Majboor' will herald a youthful, contemporary and relatable feel.

There's something for everyone, Haste Raho India!

The latest look of SONY SAB will go live on 13^th June, 8.30 pm onwards.
 
Comments:

NP Singh, ‎CEO, Sony Pictures Networks India:

"For over a decade, SAB has emerged as the most distinctive channel in GEC and built a sizeable loyal audience. The new, re-energized SAB is all set to deliver on the promise of Haste Raho India as its mission is to be recognized as the 'frown flipper' for Indian audiences. The essence of this new Avatar will be reflected in SAB's new identity and show line-up."

Neeraj Vyas, Sr. EVP & Head, SONY SAB and MAX cluster of channels:

"The re-energized SAB further strengthens our core proposition through a reinvigorated language of humor and a compelling purpose of making more than a billion Indians laugh more, every day. The new brand identity along with a range of new shows offering more laughter, modernity, relatability and variety, will help us strengthen the connect with our core audiences as well as attract newer audiences to the channel."

Varun Dhawan, Happiness Ambassador for SAB:

"As SAB's Happiness Ambassador, I am excited to partner with the channel to spread laughter and joy amongst millions of Indians. Having always enjoyed SAB's distinctive content, I look forward to its fresh range of shows lined up. This refreshed flavour of comedy from SAB, will certainly kick-start a happiness movement."

About SONY SAB

Launched in March 2005, SONY SAB is part of the network of television channels owned by Sony Pictures Networks India Pvt Ltd. With a mission to 'flip every frown, upside down', and a core brand proposition of 'Haste Raho, India', the channel strongly believes in spreading laughter and happiness. SONY SAB, with its impressive line-up of fresh programmes and light-hearted content ranging from daily family comedy to path breaking concepts is dedicated to promoting an enjoyable 'family-viewing' experience. Its current programming mix includes Taarak Mehta Ka Ooltah Chashmah, Chidiyaghar, Sajjan Re Phir Jhooth Mat Bolo, Icchapyaari Naagin, TV Biwi Aur Main and Trideviyaan. SAB launched its HD feed in 2016. The channel is broadcasted nationally and is available in more than 100 million households in India and internationally in more than 150 countries reaching over 25 million households.

For more information, log on to: www.sabtv.com

About Sony Pictures Networks India (SPN)

Sony Pictures Networks India (SPN), is a subsidiary of Sony Corporation which owns and operates the Sony Entertainment network of television channels.

SPN comprises of 29 channels including Sony Entertainment Television (SET and SET HD), one of India's leading Hindi general entertainment television channels; MAX, India's premium Hindi movies and special events channel; MAX 2, another Hindi movie channel showcasing great Indian Cinema; MAX HD, a high definition Hindi movie channel airing premium quality films; WAH, the FTA channel for Hindi movies; SAB and SAB HD the family-oriented Hindi comedy entertainment channels; Sony PAL, a genre leader in rural Hindi speaking markets (HSM) showcasing the best of Hindi general entertainment and Hindi movies from SPN's content library; PIX and PIX HD, the English movie channels; LePlex HD showing critically-acclaimed Hollywood films; AXN and AXN HD, the action and adventure-oriented English entertainment channels; Sony BBC Earth and Sony BBC Earth HD, the premium factual entertainment channels, AATH, the Bangla movie channel; MIX a refreshing Hindi music channel; ROX HD, a channel for contemporary Hindi music; Sony SIX, Sony SIX HD, SONY ESPN, SONY ESPN HD, TEN 1, TEN 1 HD, TEN 2, TEN 3, TEN Golf HD – the cluster of sports entertainment channels; YAY!, the kids entertainment channel; SonyLIV – the digital entertainment VOD platform, SPN Productions, the networks' film production arm and Sony Pictures Networks Distribution Pvt Ltd. (SPND) that distributes the networks television channels across different genres and languages through multiple content delivery platforms. SPN reaches out to over 700 million viewers in India and is available in 167 countries.

The network has been awarded the elite title of 'Aon Best Employers India' in the 2017 edition in recognition of SPN's unique workplace culture and exceptional people practices.

Sony Pictures Networks India is in its 22^nd year of operations in India.